A recognizable identity, which must represent the work of art in its entirety

The MoMA collection is one of the largest and most influential collections of modern and contemporary art in the world.
It includes works of architecture and design as well as drawings, paintings, photographs, books, books, films, prints or sculptures... With a constraint well known in the intellectual creation sector: how to associate whole works without cut and despite their different format, with information relating to the exhibition (banner, poster, editions, website)?

To meet this challenge, a modular system inspired by the building's logo has been designed, positioned vertically in order to structure all communication media regardless of the length or width of the entire work and on all media. Thus, the graphic principle applies horizontally to posters in the metro as well as on the facade of a building, in leaflets or in a magazine. With the rare possibility of enhancing several works for the same exhibition.

It is on this principle that the linear pattern of the Moma, which has now become its graphic signature, was developed.